Large companies have staff in place to assure their sales channel, direct or indirect, is well trained and equipped to sell their products. Additionally, channel marketers are especially keen in understanding the needs of the channel and the challenges the channel is facing in moving products.
Typical channel marketers support $20M-to$100M in channel sales volume. Clearly, this is unaffordable to the technology start-up. The solution is to develop Channel Marketing procedures that maximize the use of existing personnel. This function, when implemented correctly builds in a continuous improvement mechanism to increase your sales win rate and decrease your overall cost of sales. The routines should be reviewed annually to make sure they continue to support the business as it develops.